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Recorded live at True Classic HQ in Calabasas the day before the Whalies, this episode brings together two of the leaders most aggressively reshaping how ecommerce gets built.
Ben Diamond is the CEO and co-founder of True Classic, the apparel brand that went from zero to over a billion in revenue in seven years and now ships to 190 countries. Maxx Blank is the co-founder and COO of Triple Whale, the AI operating system for ecommerce that he started with co-founder AJ Orbach, now running parts of media buying, creative, and conversion testing for over 60,000 brands.
The conversation gets into the move that's reshaping the category: True Classic now runs 100 percent of its Meta spend through an autonomous media buyer, Moby 2, with AI agents acting as a CMO and creative strategist, reallocating budget daily based on whether the brand needs profit, inventory clearance, or launch defense.
Maxx walks through what changed between Moby 1 and Moby 2, why the SaaS apocalypse doesn't touch infrastructure businesses, and the bigger industry shift from Software as a Service to Results as a Service. Ben talks about cutting millions in production costs by replacing in-office product photography with AI, the cultural mandate at True Classic to embrace AI, and where human judgment still belongs.
If you're an operator wondering how far to push agentic into your business, or a founder wondering what the next decade of ecommerce actually looks like, this is the conversation for you.
Find more about Triple Whale: https://www.triplewhale.com/?utm_source=dtc-newsletter&utm_medium=inf&utm_campaign=mkt-whaliesdtc-affiliate-426&utm_content=dtc
Timestamps:
00:00 AI Is Transforming Ecommerce Faster Than Ever
02:14 What Moby 2 Actually Does for Brands
11:20 Why True Classic Went All-In on AI
16:10 Cutting Millions in Creative Production Costs
24:38 The Future of One-to-One Marketing at Scale
43:20 Predictions for the Future of Ecommerce and AI
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